Pre-testing radio advertising: what have we learnt?

Examines why radio advertising is so rarely pre-tested, and outlines ways in which this can be done, illustrated by a case study by Market Research Scotland for the Health Education Board for Scotland.

Pre-testing radio advertising: what have we learnt?

Craig McVittie of Scottish Radio Network Sales examines why, although readily available, it is so rare for radio advertising to be pre-tested

Craig McVittie

Despite the fact that 20 of the 26 companies offering pre-testing systems in Admap’slatest users’ and buyers’ guide (December 1996) cover radio, it is rare for radio advertising to be pre-tested. Debbie Walter of Continental Research, which has extensive radio advertising research experience, can provide only four examples during the 1990s and Faulds Advertising, one of Scotland’s leading agencies, with clients such as British Midland, Standard Life,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands